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10 step marketing plan for Mang Inasal

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10 STEP Marketing Plan for Mang Inasal Ria Abendan June 2011

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<ul><li>This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class. </li></ul><ul><li>The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports. </li></ul><ul><li>When appropriate, data are “masked” so as not to create unexpected conflicts. </li></ul><ul><li>The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. </li></ul>Disclaimer

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<ul><li>Mang Inasal PTM are family breadwinners </li></ul><ul><li>Who want to give the best for their family </li></ul><ul><li>Can choose to eat at Jollibee, McDonalds or KFC </li></ul><ul><li>Gap is no Filipino fast food that’s accessible, and recognizes Filipino’s love for rice (unlimited rice offer) </li></ul><ul><li>The fast food industry is worth P108B </li></ul>Steps 1 to 5 Giving what family breadwinners want…

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1. Mang Inasal PTM are family breadwinners who want affordable fast food <ul><li>Aged 25-40 </li></ul><ul><li>Belonging to Upper D to Upper C social class </li></ul><ul><li>Working, eats out at least twice a week with family </li></ul><ul><li>Looks for affordable fast food that’s sure to fill their appetite </li></ul>

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2. PTM wants to provide the best for their family. I need food to survive. Source: www.akri.org I want to provide good food for my family. I want to provide the best for my family.

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PTM has a distinct set of needs, wants and demands Family breadwinners need to provide the best that life has to offer for their families. They want to keep their families happy and fulfilled. Family breadwinners want value-for-money food . Heavy on the stomach but light on the pocket. They will choose Mang Inasal because of its unlimited rice and soup. Family breadwinners demand fast, delicious, and affordable food. They want the best food that’s not heavy on the pocket.

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Mang Inasal’s share of the market <ul><li>2010 Data: “Mang Inasal Philippines’ total revenue is estimated at P2.6 billion, and its system-wide sales at P3.8 billion” </li></ul><ul><li>Is now part of the Jollibee family </li></ul>Sources: http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19

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Mang Inasal’s share of the market <ul><li>Still follows Jollibee’s estimate of 108B </li></ul><ul><li>Jollibee said its acquisition of a majority interest in Mang Inasal would add 5 percent to its worldwide system-wide sales, 5 percent to its revenue, and 7 percent to its net operating income </li></ul>Sources: http://www.manilastandardtoday.com/insideNews.htm?f=2010/october/19/news3.isx&d=2010/october/19

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<ul><li>Mang Inasal PTM are family breadwinners </li></ul><ul><li>Who want to give the best for their family </li></ul><ul><li>Can choose to eat at Jollibee, McDonalds or KFC </li></ul><ul><li>Gap is no Filipino fast food that’s accessible, and recognizes Filipino’s love for rice (unlimited rice offer) </li></ul><ul><li>The fast food industry is worth P108B </li></ul>Steps 1 to 5 Giving what family breadwinners want…